Lovedesh

Lovedesh is a British ethical luxury brand based in London, founded in January 2012 by Yasmin Choudhury. It describes itself as a mother-and-daughter-run business and positions itself as "the world's first ethical luxury brand on a mission to protect people and planet." The brand sells curated, bespoke and handmade fashion, jewellery, accessories, homeware, beauty and fine food, with an emphasis on heritage craft skills, up-cycling and ethical sourcing. The Lovedesh offer is organised into several named collections and storefronts. The Atelier line covers slow, heritage, curated and bespoke fashion and jewellery, designed by Yasmin and described as 100% handmade. Renew takes fast-fashion items and up-cycles and reuses them in a more ethical way. Valise offers ready-made, hand-picked souvenirs and accessories scouted and sourced by Yasmin and Amber from global travels. Army rescues handcrafted fabric and leather offcuts from the cutting floor and hand-stitches them into unisex bracelets made in London. Philantropie is a handcrafted collection made in Palestine by a group of women to help impoverished families. Epicure is a curated, organic, handmade fine-food line sourced from artisanal craftspeople, while Maison covers sourced and crafted homeware accessories and furniture from around the world, and Beauté is a beauty edit box containing samples of organic, clean and natural makeup. The brand's public story is closely tied to social impact. Founder Yasmin Choudhury, born and raised in London, graduated from the University of Westminster with a Business Studies degree and previously worked in the City of London for FTSE firms including IBM, in corporate communications for Barclays Bank and the global PR consultancy Shandwick, and as a freelancer for Disney. She later trained as a professional actress and worked for the BBC and as a voice-over artist. After experiencing hardship herself in 2010, she chose to dedicate her life to social impact, and on a business trip to Bangladesh met talented people in dire need, which led to the creation of Lovedesh. She also established the niche British charity Amcariza Foundation in memory of her late father, giving small grants to talented individuals in cities and rural villages to mentor them toward sustainable careers and educational success. A central campaign for Lovedesh is #IRemember1136, linked to the 2013 Rana Plaza factory collapse in which 1,136 garment workers were killed. The brand says it is funding human rights projects, starting with the victims of that disaster, and sells an #IRemember1136 T-shirt worn by Lovedesh ambassador Conor Humble. A 2025 #IRemember1136 event is promoted on the brand's website as "Coming Soon." Lovedesh operates primarily through its own online store and presents itself as a sweatshop-free alternative to fast fashion and fast food.

Lovedesh was founded in January 2012 by Yasmin Choudhury, a London-born entrepreneur. According to the brand's own account, Choudhury graduated from the University of Westminster with a Business Studies degree and built a corporate career in the City of London, working for FTSE firms such as IBM, in corporate communications for Barclays Bank and the global PR consultancy Shandwick, and freelancing for Disney. She later trained as a professional actress, worked for the BBC and became a voice-over artist. After experiencing personal hardship in 2010, she decided to devote the rest of her life to social impact, helping talented people born into disadvantage. The idea for Lovedesh crystallised during a business trip to Bangladesh, where Choudhury met many talented people in dire need. She founded the brand shortly afterwards, in January 2012, and also established the niche British charity Amcariza Foundation in memory of her late father, who had urged her to give back to his motherland of Bangladesh. The foundation gives small grants to talented individuals in cities and rural villages, mentoring them toward sustainable careers and educational success, from rural villagers and fishermen to female students. Lovedesh describes itself as a new ethical luxury brand run by a mother-and-daughter duo and based in London. It has built its identity around ethical, responsible alternatives to fast fashion and fast food, explicitly stating that it does not exploit workers. Its product architecture spans several named lines: Atelier (slow, heritage, curated and bespoke fashion and jewellery, designed by Yasmin and 100% handmade), Renew (up-cycled and reused fast-fashion items), Valise (ready-made, hand-picked souvenirs and accessories sourced by Yasmin and Amber from global travels), Army (unisex bracelets hand-stitched in London from rescued fabric and leather offcuts), Philantropie (a handcrafted collection made in Palestine by a group of women to help impoverished families), Epicure (curated organic handmade fine food from artisanal craftspeople), Maison (sourced and crafted homeware accessories and furniture from around the world) and Beauté (a beauty edit box with samples of organic, clean and natural makeup). A defining chapter in the brand's public narrative is the #IRemember1136 campaign, named for the 1,136 garment workers killed in the 2013 Rana Plaza factory collapse in Bangladesh. Lovedesh states that it is funding some of the most extraordinary human rights projects in the world today, starting with the victims of that disaster, and sells an #IRemember1136 T-shirt promoted with brand ambassador Conor Humble. The website lists a #IRemember1136 event as 'Coming Soon 2025' with a 'Save The Date' notice, indicating continued activity around the campaign. Lovedesh operates primarily through its own e-commerce website, selling across its Atelier, Renew, Valise, Army, Philantropie, Epicure, Maison and Beauté lines. It is a private, founder-owned business and is registered as a UK business. The brand continues to present itself as a mission-driven ethical luxury label combining heritage craft, up-cycling and social philanthropy.

• 2025

  #IRemember1136 event promoted as 'Coming Soon 2025' on the Lovedesh website.

• 2013

  Rana Plaza factory collapse kills 1,136 garment workers, later commemorated by the Lovedesh #IRemember1136 campaign.

• 2012

  Lovedesh is founded in January 2012 by Yasmin Choudhury in London.

• 2010

  Founder Yasmin Choudhury experiences personal hardship and decides to dedicate her life to social impact.

Ethical luxury: sweatshop-free, handmade, heritage-craft fashion and lifestyle goods that fund human rights projects.

• Lovedesh Atelier

  Slow, heritage, curated and bespoke fashion and jewellery designed by Yasmin, 100% handmade.

• Lovedesh Renew

  Fast-fashion items up-cycled and reused in a more ethical way.

• Lovedesh Valise

  Ready-made, hand-picked souvenirs and accessories scouted and sourced by Yasmin and Amber from global travels.

• Lovedesh Army

  Handcrafted fabric and leather offcuts rescued from the cutting floor, hand-stitched into unisex bracelets made in London.

• Lovedesh Philantropie

  A handcrafted collection made in Palestine by a group of women to help impoverished families.

• Lovedesh Epicure

  Curated, organic, handmade fine food sourced from artisanal craftspeople.

• Lovedesh Maison

  Sourced and crafted homeware accessories and furniture from around the world.

• Lovedesh Beauté

  Beauty edit box including samples of organic, clean and natural makeup.

• #IRemember1136 T-shirt

  T-shirt tied to the campaign commemorating the 1,136 victims of the Rana Plaza collapse, worn by ambassador Conor Humble.

1. 1Home | Lovedeshlovedesh.com
2. 2About Us | Lovedeshlovedesh.com
3. 3#IRemember1136 | Lovedeshlovedesh.com
4. 4Lovedesh - Wikidatawikidata.org